You've got a point about some of the more rabid English tabloid press, but if you actually listen closely to, say, the BBC covering England games, they don't in reality mention 1966 all that much, and they tend to be fairly realistic about England's chances.
Most football, and indeed sports, fans tend be view their own team quite favourably and believe they are hard done by.
And while some of the English media can be a bit cocky at times, equally the Scottish media tend to take offence at the slightest bit of what they imagine to be anti-Scottish bias, while being happy to dish out a lot of anti-English bias.
Luckily the majority of fans of both countries see it for what it is, just harmless fun.
Oh, and for those of you moaning about Andy Murray, try listening to what he actually says and not what he's making jokes about.